In the sales industry, you realize the importance of close relationships with your clients. If they see you as a partner in their future business success, then you are part of their small group of inner circle people. These relationships are based on trust, sincerity and integrity. You are a resource and asset to them and your reputation is based on that. One day, they will offer an opinion or make a decision that you don't agree with. Are you prepared to have the tough conversation?
This week's PROSALESGUY BLOG is based on a situation that occured this week. A salesperson at one of the radio stations I worked at as a Sales Manager previously called to thank me for having a TOUGH CONVERSATION with a long time client a while back. After he kick started my memory, the story came to mind clearly.
The Tough Conversation
One of our long time clients had decided to not renew their advertising strategy for the year. Knowing the client well, I made a call to find out the skinny from the source. It appears the radio campaign over the past few years accomplished the goal and increased top line growth beyond expectations. This occurred even to the point where their limited inventory was sold out well in advance. Business was doing very well. At that point, it seemed obvious to not renew the deal and rely on data base marketing. After all, why spend money when you can't really sell any more widgets anyway, right?
I congratulated the client for having incredible success that many businesses only DREAM of experiencing. He claimed his relationship with our radio stations and others in the market were really responsible for that. Wow, music to my ears! This was when I realized that the medium's performance for this client was the basis for his non-renewal with all stations in the market. Time for a tough conversation...
Instead of making a snarky comment like, "So what you're saying is that we're being penalized for our results...."or "Don't forget who brought you to the party" I recall saying something like this...
"Mark (not his real name), do you remember when we started working with you 8 years ago and it took a while to get results that justified your investment? (Yes, he replied) Can you recall how hard you worked to establish close relationships with each of those stations? How you managed to convince them to work promotionally in tandem with you for the benefit of all? (Yes in a lower tone) Do you really want to break that relationship and start all over again should you need to? (I never really looked at it that way, he said).
Mark, I'm not suggesting you simply throw money at your media partners for fear of heavy handed hard feelings. Perhaps, you might want to consider a smaller maintenance campaign with all the stations in town to keep the audience aware of your business through promotional association? This way, you save some advertising dollars, turn them into profit dollars, keep your business awareness and recognition prominent with non-customers, and keep your media partnerships intact. It's just a thought..." His response? "You bring up some great points, I should've thought of these before making this decision."
All radio stations are planned to be renewed with a smaller commitment. EVERYONE WINS Sure, maybe my previous radio station will be down some dollars, however, we avoided a total cancellation. What's more important, is that we advised the client to do what was right for HIS BEST INTERESTS FIRST. All Client Focused Selling starts with the client, NOT YOU. Amen. Nuff said.
TACT and DIPLOMACY are wonderful sales and communications techniques. Keep in mind, they are a learned skill. They do not come naturally. They come from understanding a technique taught to me by a certain mentor many years ago...
That's what my Mentor called it. Brick in a Pillow. This is a classic. You have to have a tough conversation with someone. You could just pull out a brick, whack them in the head, and get the job done. It probably would be a lot easier and quicker.
A lot more painful for the person on the receiving end, though. Do you really want to draw blood or cause a concussion? Or do you want to get the point across in a way that causes the person to reflect to see that you have THEIR best interests at heart?
Imagine placing a brick in a pillow and then hitting them with it. The brick still makes the connection, yet there is no bruising to the relationship or emotional injury. The real skill rests in just how much BRICK and how much PILLOW you put in the pillow case. That's totally dependent on the personality of the person you're talking to and your relationship with them.
Many thanks to my Mentor for sharing this analogy over 20 years ago. If you charged a royalty for that story every time I shared it, you would be a very wealthy person. Take pride in the fact that you shared something with me that CHANGED MY PERSPECTIVE on communicating from that day forward. I'm grateful. The return payment is to pass the story on.
Thanks for Reading!
Dave Warawa - PROSALESGUY
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at February 24, 2024 3:52 PM PST
